| Title | THE 250KM WAVE |
| Brand | KYUSHU RAILWAY COMPANY |
| Product / Service | KYUSHU SHINKANSEN(KYUSHU BULLET TRAIN) |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Advertising Agency: | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yuya Furukawa | Dentsu Inc. Tokyo | Creative Director |
| Atsushi Oogi | Dentsu Inc. Tokyo | Planner /Art Director |
| Takuya Isojima,Hirokazu Ueda | Dentsu Inc. Tokyo | Copywriter |
| Kota Tohata,Sayaka Arimoto | Dentsu Inc. Tokyo | Planner |
| Urara Mano | Dentsu Inc. Tokyo | Art Director |
| Strategist / Campaign Planner | Dentsu Inc. Tokyo | Keiichi Higuchi |
| Shinya Seino | Dentsu Inc. Tokyo | Web Planner |
| Miyo Sekimoto | Dentsu Inc. Tokyo | Web Producer |
| Hikaru Ikeuchi,Mariko Shitara | Dentsu Inc. Tokyo | Agency Producer |
| Takafumi Nogami | DENTSU KYUSHU INC. | Acount Executive |
| Ryo Miura | DENTSU KYUSHU INC. | Event Planner |
| Nobuko Nogami,Yohei Tanaka | ENGINE FILM INC. | Production Producer(Tokyo) |
| Tsuguto Shiraishi | T&E INC. | Production Producer(Kyushu) |
| Osamu Kawakami | T&E INC. | Production Manager |
| Taro Kodai,Shinsuke Ishihara | J.C SPARK INC. | Designer |
| Tsuguhisa Tanaka | Bild | CM Director |
| Yuriko Taki | Dentsu Inc. Tokyo | CM Director |
| Koichi Uchida,Akio Kamachi,Mari Shibata | CAST INC. | Event Producer |
| Takehide Kunii,Mao Takagi | TAKI CORPORATION | Web Designer(Tokyo) |
| Akihiko Kumagai | ANYSENSE INC. | Web Designer(Kyushu) |
All of Kyushu Participated The number of participants reached more than 30,000. Those gathered became individual media, encouraging their neighbors to participate, who would then do the same with their neighbors and so on. Everyone participated for free. Over 2 hours of TV coverage, All newspaper of Kyushu coverage, Kyushu Shinkansen special tickets Sold out in 15 seconds.
A 250km 'Wave' Through various media, we invited the local residents to 'do the wave' by the tracks during the Shinkansen's test run and held 'The 250km Wave Across Kyushu' on the day. In an era overtaken by virtual communication, our challenge was to create an overwhelming sense of celebration within a very real environment. In addition to ads, we also approached local governments, companies and educational institutions with our call for participation, providing self-motivation by encouraging them to see this as town revitalization projects. The local residents themselves became individual media and actively invited people around them. On the day of the Shinkansen's test run, we filmed the record-setting celebratory wave across Kyushu from the bullet train. The footage of the world's longest shoot spanning 250km was used in the campaign's TV spots and print ads as a record of the celebration.
Creating Festivity and Participation The Kyushu Shinkansen Launch Campaign was to mark the opening of all Kyushu bullet train lines in the island of Kyushu. Still struggling with the ongoing recession, it was a 'once in a 100 years' type of event for the local residents and thus, we set out to expand this railroad news to create a massive 'festival', one where all residents of Kyushu, both old and young, would want to participate voluntarily, making the event personal to each of them, so that they could all share in the joy and celebration.